Influence Tactics for Effective Adaptive Selling

Journal of Marketing - Tập 70 Số 4 - Trang 103-117 - 2006
Richard G. McFarland1, Goutam Challagalla2, Tasadduq A. Shervani3
1Department of Marketing, Kansas State University
2College of Management, Georgia Institute of Technology
3Cox School of Business, Southern Methodist University

Tóm tắt

The adaptive selling literature identifies effective salespeople as those who match their influence tactics to suit the characteristics of buyers. However, prior research is largely silent on the specific influence tactics that salespeople use and the effectiveness of these tactics across different types of buyers. The authors propose a theoretical model that uses Kelman's (1961) underlying influence processes of internalization, compliance, and identification to identify the seller influence tactics that salespeople use and to assess which of these tactics will resonate with three types of buyers: task-oriented buyers, interaction-oriented buyers, and self-oriented buyers. The authors test their model with data from 193 bidirectionally matched buyer–seller dyads. The results strongly support the theoretical model and suggest that buyers are more complex than originally presumed. However, salespeople seem to recognize this complexity and use the combination of influence tactics prescribed by theory for persuading these types of buyers.

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Journal of Marketing

Tập 70 Số 4

103-117

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